FHM IS BACK: Iconic Men’s Lifestyle Brand Returns for a New Digital Generation Under PlayTime Entertainment

Aside from being a businessman, Josh Austria has been working…

FHM is returning to the Philippines with an innovation no other lifestyle brand in the country has attempted. Now part of PlayTime Entertainment’s growing portfolio, FHM evolves beyond the print-first model and returns as a digital-first lifestyle, pop culture and entertainment brand built on Creators First.

The idea is simple and radical: reverse the magazine. Where print once made content first and asked audiences to read it, FHM lives the content first, through activations, events, online gamified experiences and exclusive FHM nights, then publishes it online and gathers it into albums, including a limited run of 50 signed physical copies. It makes FHM one of a kind: a brand that creates the scene instead of reporting on it.

Every month, FHM will feature a new cover girl drawn from artists, MCNs and KOLs, while newly voted talents earn their place in the album. The conversations once found in the magazine’s pages, from style and culture to fitness, gadgets, nightlife and entertainment, live on in FHM After Hours, a lineup of podcast shows.

The new FHM launches very soon at a star-studded, by-invitation styling night, with details to follow. The launch will be sustained by major activations around Metro Manila, built to bring on-ground interaction, visibility and a growing online presence. Exclusive FHM nights and access to events are on the way, and FHM looks ahead to partnering with major premium brands as it grows as a lifestyle brand.

“FHM has a distinct identity and a strong place in Filipino pop culture. We’ve turned the magazine model around: we make the moment first and share it second. Nothing like it exists in the Philippines today, and we’re excited to bring it to longtime fans and a new generation,” said Crisanto Roy Alcid, President of PlayTime Entertainment.

“Under PlayTime Entertainment, FHM stays true to its roots while giving audiences new ways to take part and start conversations. There is much more to look forward to.”

For the latest announcements, follow @FHMofficialPH on Instagram, Facebook, YouTube and TikTok.

Josh Austria

Aside from being a businessman, Josh Austria has been working in PR and media industry for more more than a decade. From his years of experience as the Marketing and Advertising Head of Village Pipol Magazine, he has built strong relationships with creative people, brands, and organizations.